Sun Products Inks Deal with Peanuts

Sun Products’ All laundry detergent is teaming up with the Peanuts Gang on a multi-year, integrated campaign. The centerpiece of the partnership is a new TV spot with the world’s most famous dirty kid, Pig-Pen, and other members of the Peanuts gang including Charlie Brown, Lucy, Linus and Snoopy – all of whom are portrayed by real kids for the first time ever in a television commercial.
 
 “All skews more towards households with kids than any other laundry brand, so our connection with Peanuts is a natural fit,” said Lora Van Velsor, vice president marketing for all. “Any parent will tell you that for kids, having fun means getting dirty. Moms trust all to tackle tough kid stains, and our partnership with Peanuts is a great way to bring that brand benefit to life in a fresh, engaging way. We love the diversity of the Peanuts gang and we’ve got a product for all of them – be it all Oxi for Pig-Pen’s dirty messes, or all free clear to be sure Linus’s blanket is clean and soft against his sensitive skin.”
 
The campaign, which kicks off this week, includes national television and an engaging user generated content-focused social campaign with an interactive Buzzfeed program
 
The partnership will ramp up with the September release of the new The Peanuts Movie in which Fox/Blue Sky Studios has reimagined the Peanuts characters in modern day CGI.  The detergent brand will also shift to CGI with dedicated content developed in partnership with Fox/Blue Sky during the promotion period.
 
The Peanuts gang has 96% brand awareness with moms, a daily readership of 45 million and a social media reach of one billion impressions.
 
“This is a huge year for Peanuts, and we are proud to be partnering with an industry leader like all, a brand that shares our belief that childhood is a truly special time and that kids should have the freedom to just be kids and get dirty,” said Leigh Anne Brodsky, managing director at Peanuts Worldwide LLC. “Together, we have reimagined Peanuts for a new generation while staying true to the spirit of Charles Schulz’s original vision. The result is a campaign that’s innovative, fresh, fun and highly memorable – a welcome addition to the Peanuts family.”
 
The partnership with Peanuts is also being used to launch new product innovations, including all Radiant, which restores whites and protects colors and two new sensitive skin products—All Free Clear Oxi Might Pacs and All Oxi laundry booster for sensitive skin.